Be realistic about your budget when choosing keywords. While general keywords may be
searched more often, they usually cost more money to bid on, and are often not the most
relevant way to describe what you offer. Similarly, stay away from one-word keywords,
as they’re also less likely to attract an audience of people searching for a specific
product or service like yours, the moment that they want it.
As you set up your AdWords account, one of the options you’ll be given is keyword
matching. Small businesses usually do better to stay away from the 'Broad Match'
option. Broad Match allows Google to show your ad for similar phrases or variations of
your keywords. Because you have little control over when your ad might show, this
option is generally advised for companies with larger budgets who can afford to take a
chance on searches that might not be as relevant. Instead of Broad Match, try using one
or more of the following:
Exact Match: [student portraits]
This option means that your ad will show only for the exact keywords that you have
chosen – in this example, 'student portraits'.
Phrase Match: "student portraits"
This will allow your ad to show for your exact keywords and searches that may include
additional words, like 'back to school photos'.
Negative Match: -free
This will ensure that your ad doesn't show for specific words that you don't want
included. For instance, if your studio doesn’t offer wedding photography, here is where
you could include 'weddings' so that your ad won’t show in any searches with that term,
to help weed out irrelevant traffic.
Broad Match Modifier: +dance +portraits
For this, your ad will show when the user’s search exactly for, or a very close
variant, of your chosen keywords. This will allow your ad to show for synonyms or
related search like 'dance photos' or 'dance pictures'.
As you test keywords, try experimenting with one matching option as well as
combinations, to find the fit that brings you the most business.